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As a young businessman, Kellogg started out selling brooms, before moving to Battle Creek, Michigan to help his brother John Harvey Kellogg run the Battle Creek Sanitarium. The Sanitarium, originally the Western Health Reform Institute, was part of a pioneering effort based on the health principles advocated by the Seventh-day Adventist Church. Kellogg described the Sanitarium system as "a composite physiologic method comprising hydrotherapy, phototherapy, thermotherapy, electrotherapy, mechanotherapy, dietetics, physical culture, cold-air cure, and health training".[6] The Kelloggs pioneered the process of making flaked cereal. Because of the commercial potential of the discovery, Will wanted it kept a secret. John, however, allowed anyone in the sanitarium to observe the flaking process and one sanitarium guest, C. W. Post, copied the process to start his own company. The company became Post Cereals and later General Foods, the source of Post's first million dollars. This upset Will to the extent that he left the sanitarium to create his own company.

With the help of his brother John, Will Kellogg promoted cereals, especially corn flakes, as a healthy breakfast food. They started the Sanitas Food Company around 1897, focusing on the production of their whole grain cereals. At the time, the standard breakfast for the well-off was eggs and meat, while the poor ate porridge, farina, gruel and other boiled grains. The brothers eventually argued over the addition of sugar to their product. In 1906, Will founded the Battle Creek Toasted Corn Flake Company, later becoming the Kellogg Company.

In 1930, he established the W. K. Kellogg Foundation, ultimately donating $66 million to it.[5] His company was one of the first to put nutrition labels on foods. He also offered the first inside-the-box prize for children.[7] Kellogg said, "I will invest my money in people."

During the Great Depression, Kellogg directed his cereal plant to work four shifts, each lasting six hours. This gave more people in Battle Creek the opportunity to work during that time.[8]

Kellogg had a longtime interest in Arabian horses. In 1925, he purchased 377 acres (1.5 km2) for $250,000 in Pomona, California, to establish an Arabian horse ranch. Starting with breeding stock descended from the imports of Homer Davenport and W.R. Brown, Kellogg then looked to England, where he purchased a significant number of horses from the Crabbet Arabian Stud, making multiple importations during the 1920s. The Kellogg ranch became well known in southern California not only for its horse breeding program but also for its entertaining, weekly horse exhibitions, open to the public and frequently visited by assorted Hollywood celebrities. Among many other connections to Hollywood, the actor Rudolph Valentino borrowed the Kellogg stallion, "Jadaan," for use in his 1926 movie, Son of the Sheik,[9] along with a Kellogg employee, Carl Raswan, who rode in certain scenes as Valentino's stunt double.[10]

The ranch was also the location of the W.K. Kellogg Airport (not to be confused with the W. K. Kellogg Airport in Battle Creek, Michigan). It operated from 1928 to 1932, and was then the largest privately owned airport in the country.[14]

^"W.K. Kellogg, 91, Dead in Michigan. Breakfast Food Manufacturer Set Up Multi-Million Dollar Welfare Foundation in '30". Associated Press in New York Times. October 7, 1951. Will Keith Kellogg, founder of the breakfast cereal company that bears his name, died here today in Leila Hospital. The pioneer cereal manufacturer, known to millions by his breakfast food trade mark initials – W.K. – succumbed at the age of 91 after a long circulatory illness.|accessdate= requires |url= (help)